Keywords
Social Responsibility
Brand image
Construct validity
How to Cite
Abstract
Cause marketing emerges as a brand image development strategy. Globally, business operations with cause marketing have increased by 3.1% compared to 2017. It is a process of formulating marketing activities to support a cause from an offer. Cause marketing allows the company that participates in a campaign to gain (1) visibility, (2) transmit social responsibility, (3) mentality in others, and (4) patriotism. In addition, the reputation of a for-profit company improves through a partnership with another non-profit company (ONL). The objective of this study is to propose a marketing model with cause to contribute to the increase in the effectiveness of campaigns and their relationship with social causes. For the investigation, the hypothetical-deductive method, the method of information collection and factor analysis were operated. The seven-factor construct is validated with a Cronbach's alpha of 0.891, CMO of 0.877, Bartlett's square Chi of 6707.895, degrees of freedom of 741 and a statistical significance of 0.000. The instrument is validated with high internal consistency for application in companies in the footwear sector.
Keywords: Marketing with cause, social responsibility, brand image, construct validity.
References:
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